How to calculate ROI for interactive content – WAU
The ROI of interactive content is higher than that of static content and can generate very high values, if the content goes viral, for example. That’s why sales and marketing are taking advantage of interactive content to improve their numbers and generate more leads and customers.
Interactive content is one of the bets of marketing to generate more leads and more customers. This is due to the good results that they can provide to companies.
Interactive content attracts attention, trapping the prospect in the content and involving it. One of the advantages of putting it in a sales funnel is being able to use the attraction that interactive content causes, to take the lead to other stages of the funnel, increasing ROI.
The ROI of interactive content can be very beneficial and this is one of the reasons for adoption by companies. The investment in marketing is less, but the return can be much higher.
Learn more about the ROI of interactive content and how it can be calculated, in this article. For this, we will comment on the following points:
Interested? Continue with us and have a good reading!
What is interactive content?
Interactive content is content that allows some type of interaction between the user and the material, creating a unique result.
There are several possible formats for creating interactive content, but the most used are infographics, quiz, ebooks, white papers, calculators, landing pages, contests and videos.
Each type of interactive content can be used in different ways within a marketing plan and there is no specific rule on how to use or which to use. The important thing is to be aligned with the desires of the company persona or to reach the pains of it.
Unlike static content, where everything is ready and it is up to the user to be just a reader, without interfering in the content, interactive content allows the audience to be an active and important part in the construction of the content.
Generally, it is the participation of the public that makes the material take different paths and obtain unique results. It is enough to note that tests and quizzes today are very common – in addition to being responsible for the success of one of the biggest sites on the Internet, Buzzfeed.
When generating interaction, people end up holding their attention on the material. And it is precisely the attention of the people that is one of the great challenges of marketing today, because the number of information grows exponentially, but the amount of time of people, remains the same.
What are the advantages of using it?
All of this public attention can generate several benefits for companies’ marketing and sales.
The increase in ROI for interactive content is one of them. That’s because interactive content can:
- generate more organic traffic;
- improve SEO;
- increase the number of shares on social networks;
- increase the number of followers;
- enhance the chances of viralizing the content;
- attract qualified and hot leads;
- improve the public’s perception of the brand;
- increase conversions.
All of these benefits consequently impact the return on investment. And in companies that have already adopted interactive content, for most of them, this is already a reality.
In a study conducted in 2018 by Demand Metric and the ion interactive interactive content platform, it identified that 96% of marketers say that interactive content positively impacts the buying journey.
How to calculate the ROI of interactive content?
One of the challenges that marketers encounter is knowing how to measure the return on investment made in marketing. According to the research we mentioned earlier, only 14% of companies measure the result on the engagement of the materials they produce.
Before understanding how to calculate the ROI of interactive content, it is important to mention the following points. Follow!
Interactive content can increase the accuracy of ROI calculation
The advancement of interactive and personalized content generates positive impacts on the accuracy of the calculation of some metrics, such as customer acquisition cost (CAC) and Lifetime Value (LTV). According to Jonny Rose, this is a marketing trend for years to come.
It takes time to calculate it
It is important to remember that interactive content should not be analyzed in the short term, but in the long term.
According to Scott Severson, the ROI of interactive content should be viewed as gym exercises. “You won’t see a reward in a week. But if you commit to doing it regularly, you will have incredible results ”.
That is, the implementation of the interactive content and the return on it must be seen as a marathon, not a sprint.
ROI should always be improved
Knowing how to calculate ROI is something that never has a final formula, since the tools and ways to measure it are always improving and becoming clearer.
The ideal is always to try to take into account as much information as possible, knowing that the content can impact people in different ways.
The macro view matters
It is also important to note that just as it is essential to analyze data such as SEO and shares on social networks, the branding and storytelling of the brand also interfere in the ROI.
Content quality interferes
When thinking about the long term, a content must be viewed with something that will bring an exponential return on the cost of your investment, therefore, the quality of it interferes in this calculation.
Thus, according to Cormac Reynolds, there is no correct way to calculate the ROI of content, whether interactive or not. Each company must find its own way.
Taking these points into account, the ROI of interactive content should take into account points that are not so simple to achieve, such as the impact of interactive content on the various points of contact of the brand and even on sales.
However, some points should always be noted. Are they:
- number of views;
- bounce rate;
- time spent on the page;
- number of comments on social networks;
- number of shares and citations;
- number of clicks on the CTA to continue browsing other materials;
- number of links to the page;
- number of leads;
- conversion rate.
All of these items can be measured using tools such as Google Analytics, Google Alert, BuzzSumo and a CRM.
At each of these points, ROI must be calculated, which is done as follows:
The ROI of interactive content is a way to direct investments in Content Marketing, using interactive content to improve these metrics.
Marketing is seeing in interactive content the opportunity to improve its numbers. In sales, the impact of interactive content may be even greater than expected.
To better understand how to accelerate sales and, consequently, increase the ROI of interactive content, we separate this article. Access and find out!